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Faculty

Susan Wenograd

VP Digital Marketing
Warschawski

Susan Wenograd is a paid media strategist with more than 20 years of experience leading high-performing Google Ads programs across both agency and in-house environments. Having served as both a practitioner and team leader, she brings a unique player-coach perspective that helps organizations evaluate paid media through both an operational and executive lens.

An international keynote speaker and respected industry thought leader, Susan has contributed extensively to publications including Search Engine Journal and Search Engine Land, where she writes about the evolving economics, automation, and mechanics of paid media. Her work focuses on helping growth teams make smarter investment decisions by bringing clarity and precision to increasingly complex, automation-driven marketing systems.

2026 Sessions

Winning the Budget Conversation: A C-Suite Framework for Marketing Investment

Marketing leaders often know where additional investment is needed. The harder challenge is building a case that earns the confidence of a CEO, CFO, COO, or board. <br><br>

Too many marketing recommendations are presented through the language of media performance—clicks, impressions, cost per lead, and campaign activity—when executive leaders are evaluating a different set of questions: What business problem are we solving? What happens if we do nothing? What is the likely financial and competitive impact? Why is this the right investment now? <br><br>

In this session, Susan will provide a practical framework for translating marketing evidence into a concise, decision-ready business case. Attendees will learn how to connect occupancy, available inventory, conversion performance, local market dynamics, competitive pressure, revenue opportunity, and organizational priorities without overwhelming executives with marketing detail. <br><br>

Using portfolio-level scenarios, Susan will demonstrate how the same underlying data can be presented differently depending on the decision being requested, the executive audience, and the business risk involved. She will also show how to frame investment choices, present credible scenarios rather than false precision, anticipate common objections, and recommend a course of action with clarity and confidence. <br><br>

Participants will leave with a repeatable presentation structure they can use to move marketing conversations away from tactical defense and toward informed business investment. <br><br>

Learning Objectives <br>

By the end of the session, participants will be able to: <br>

- Translate marketing performance and market conditions into the business language CEOs, CFOs, COOs, and boards use to evaluate investment. <br>
- Structure a concise executive recommendation around the business problem, supporting evidence, available options, expected impact, and cost of inaction. <br>
- Present marketing investment scenarios and tradeoffs in a way that builds confidence, anticipates objections, and makes the requested decision clear.

Presenter

Tuesday, October 06 2:15–3:00 PM
Room Marquis 4
Digital Data and Marketing
Faculty

Susan Wenograd

VP Digital Marketing
Warschawski

Susan Wenograd is a paid media strategist with more than 20 years of experience leading high-performing Google Ads programs across both agency and in-house environments. Having served as both a practitioner and team leader, she brings a unique player-coach perspective that helps organizations evaluate paid media through both an operational and executive lens.

An international keynote speaker and respected industry thought leader, Susan has contributed extensively to publications including Search Engine Journal and Search Engine Land, where she writes about the evolving economics, automation, and mechanics of paid media. Her work focuses on helping growth teams make smarter investment decisions by bringing clarity and precision to increasingly complex, automation-driven marketing systems.
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